The effect of controllable and uncontrollable brand crises and product involvement on consumers’ repurchase intention

In this study we examined the impact of a controllable brand crisis vs. an uncontrollable brand crisis on consumers’ repurchase intention depending on degree of product involvement. The results revealed the mediating role of consumer forgiveness and the moderating role of Zhongyong thinking. In Experiment 1, we recruited 406 participants; the results showed that product involvement strengthened the negative impact of brand crisis type on consumer forgiveness, leading to less willingness to repurchase. In Experiment 2, we recruited 829 participants; the results revealed that priming Zhongyong thinking weakened the negative impact of brand crisis type on consumer forgiveness that led to less willingness to repurchase. Theoretically, the findings in this research distinguish the interaction effects between product characteristics and brand crisis according to type, and our research provides in-depth discussion of the role of brand crisis in marketing. Practically, we provide beneficial suggestions for taking advantage of East Asian culture and applying Zhongyong thinking to attenuate the negative impact of a brand crisis on consumers’ repurchase intention.